Tacit meaning in disguise: Hidden metaphors in new product development and market making

Autor: Russell Braterman, Iwan von Wartburg, Thorsten Teichert
Rok vydání: 2006
Předmět:
Zdroj: Business Horizons. 49:451-461
ISSN: 0007-6813
DOI: 10.1016/j.bushor.2006.02.006
Popis: This article explores the role of metaphor in product development processes and market making. Based on a sociocognitive perspective of innovation dynamics and required learning by market actors, the potential of metaphors for mental model development during new product development (NPD) processes is investigated. Three roles for metaphors as cognitive focusing devices for the co- evolution of producers' and consumers' mental models are inferred: mental model communication, mental model matching, and mental model creation. These roles are illustrated by examples that reinforce the need for creativity in applying metaphors as cognitive focusing devices in NPD and market making. D 2006 Kelley School of Business, Indiana University. All rights reserved.
Databáze: OpenAIRE